What is Retention?
Retention refers to the ability of a company to retain its customers over some specified period.
Okay, so what is Retention Marketing?
Retention Marketing is all about creating engaged customers that return to your business to shop again.
To achieve this you need to first understand carefully the road your customer takes through your product (this is popularly known as Customer Journey Mapping) and then learn how to communicate with them at the right moments.
I understand these concepts in theory. What else do I need to know?
Retention Marketing is broken in organizations today. The channels of retention for consumer businesses – mobile, web, email and social – are invariably being run by different teams using a plethora of tools. This results in thinking in silos.
At WebEngage, we want to unify all of that into a single product experience and treat channels as just a delivery medium. We want to shift the focus on creating awesome user journeys and experiences; and, not the next shiny looking push notification or email campaign.
The Journey Gallery
One of the biggest roadblocks to implementing such user journeys are ideas to emulate. With this in mind, we present to you the Journey Gallery – an attempt to share pre-made retention workflows across all customer life-cycle stages. These workflows enable cross-channel communication with your users to engage them at the most opportune moments.
We have hand-picked problems that are most frequently encountered by online consumer businesses, across the following industry verticals:
- E-commerce — Cart Abandonment, Order Tracking, etc.
- Travel / Hotel — Post Booking Engagement, Surf Abandonment, etc.
- Blog / Content — Re-activation of Cold users, Drive Subscription, etc.
- Banking & Financial Services — Automate Payment reminders, Winback Lost Customers, etc.
- Education — Reduce Student Dropout, Course Recommendations, etc.
- Subscription Services — Predict and Reduce Churn, Update CRM Lists, etc.
If you are not familiar with our Journey Designer, glance through a sample e-commerce sales life-cycle model here.
How is Journey Gallery different from other blogs?
- This is not just a marketing blog on what’s in and what’s not. These are templates for all marketers and product managers out there based on data and machine learning.
- You can browse around, filter solutions according to Use Cases and Industries.
- We also give you a tentative list of attributes that are imperative to the events fired for that workflow.
Events and attributes (user/event) are used only for representation purpose. Each business would need to define its own event and attribute structure for working with Journey designer.
- We offer special ‘pro-tips’ to give you an extra edge! A lot of applied knowledge and experience of our marketing, sales and success teams went into this.
- This initiative won’t be forgotten. As we continue to enhance our product suite, we will be regularly updating the list so that you can automate your marketing faster.
Now save countless hours by using these 30+ pre-made templates. Here are some sample journeys we’ve built for you:
Post transactional engagement is very important as it opens a lot of opportunities for cross-selling/upselling. If done correctly (read ‘personally’) it also helps you nurture your bond with the customer. This Journey shows how you can engage with your customer over time, upselling other services like Cab bookings and Hotel Bookings, through various channels like Email, SMS and Push and also provide value by sending meaningful information like web check-in reminder post flight booking.
A customer should not be left hanging if his payment fails. Payment failure can lead to a drop-off and marketers hate drop-offs. Send the user a secondary option to complete the payment. Automating payment failure workflows not only saves operational time and developer effort but also ensures a better checkout experience for the user. We made this journey for Ed-Tech, but it’s one that should not be missed by any industry vertical.
A well-designed module to predict churn can heavily boost conversions for a Subscription based app. At WebEngage, we learnt it the hard way. Thankfully, you don’t have to reinvent the wheel for your tool. Underneath is a quick sample of how you can easily design and optimize a predicting churn journey for your app.
Hope you liked what you saw. We’d love to hear from you if you have some journey ideas of your own. Here is how you can you contribute:
- Simply go to our Write for Us Page and fill up the form.
- Share the doc/webpage link that has the journey idea.
- Clearly define the use case and industry.
- A simple flowchart will work as well.
Journey Gallery is available for everyone.
Check out our 30+ pre-made templates now!